A Tropical Night
Reception at The Alexander

Keynote Session & Breakfast

PR with the "King" Keynote
Speaker: Amy Wagner, Senior Vice President, Investor Relations and Global Communications, Burger King Holding

Burger King is one of the most recognizable brands and the second-largest fast food restaurant in the world. So, how does Burger King effectively communicate with its constituents in the United States and around the world? Amy Wagner will provide insight into Burger King's public relations and communications strategies and tactics, and explain how it has helped propel the company and its image.

Making Your Message Relevant to Multicultural and Diverse Communities
Moderator: Manny Ruiz, President, Multicultural Markets and Hispanic PR Wire, PR Newswire
Panelists: Marvin Dejean, Senior Vice President of Media Strategies, Poweri; Bill Jong-Ebot, Florida Memorial University Associate Professor; George Neary, Associate Vice-President, Cultural Tourism, Greater Miami Conventional & Visitor Bureau

As public relations evolves from mass marketing to reaching diverse segments of the population, how do communications professionals keep up? In addition, how do professionals continue to reach key diverse communities - Hispanic, Black, GLBT, women - and is this still important? This session will provide key insight into using public relations to reach diverse communities in today's changing times.

Social Media Optimization: Putting the Relations Back in PR
Ed Schipul, Schipul- The Web Marketing Company

Interactive channels like blogs, wikis, podcasts and online videos make up the social media that connect groups of people who share similar tastes, interests, affiliations and agendas. Social media channels, which enable and encourage users of a Web site to participate in the information exchange, are playing an increasing role in shaping business identities, furthering political campaigns, and more. Learn about the online content that caters to unique interests and concerns, and how you can navigate and capitalize on this parallel universe of business and social environments.

Crisis Management: Not a Fly-By-Night Operation
Andy Newman, Vice-President, Newman PR; Lauren Stover, Assistant Aviation Director for Security, Operations and Communications, Miami-Dade Aviation Department

Natural, accidental and terrorist-related disasters are a threat to us all, no matter what industry you're in. This session is designed to help communications professionals identify the steps, resources, tools and thought leadership necessary to provide effective damage control.

Web 2.0: Convergence and Social Media
Moderator: Rosanna Fiske, APR, Graduate Coordinator & Associate Professor, Florida International University
Panelists: Rick Hirsch, Managing Editor / Multimedia and New Projects, Miami Herald; Elizabeth Marsh, Assistant Professor of Multimedia, School of Journalism and Mass Communication, Florida International University; George Vazquez, Social Media/Web 2.0 Expert; Chris Wood, Websitehosted

You can run, but you can't hide from the emergence and popularity of social media and online convergence. From blogs, podcasts, videoblogs, RSS and wikis, this session will teach you how they can be a PR person's best friend. Emerging online and social media capabilities now allow you to send targeted messages to stakeholders and connect with new audiences. However, if you aren't monitoring what's being said by the new wave of citizen journalists, social media can become a nightmare. Learn how to make this new PR tool work for you and your clients.

Using Awards to Create a Best Practice Culture in Your Organization
Christine Barney, rbb Public Relations

The process of challenging your organization to do award-winning work leads to more benefits than trophies on a shelf. In this on-demand, results-driven world, it is more imperative than ever to set new standards of excellence and to create the next best practice. No matter the size of your agency or company, you can be a driving force in pushing the practice of public relations to the next level. And yes, along the way you might win some awards, but the real benefit will be the results you deliver for your organization.

Twelve Tips for a Powerful Presentation
Geri Evans, MA, APR, Evans PR Group

As communicators, we understand all too well the negative impact of ill-prepared, disorganized, and boring presentations. We have painfully listened to too many of them. Hopefully, we are not guilty of giving them. This rapid-paced, practical and fun session will focus on 12 specific tips for creating and delivering a more powerful presentation - one that will give strength to your message and your credibility.

Media Relations: Tactics From The Trenches
Elliot Cohen, Cohen Crisis Management

Strategic decision making is critical to controlling your client's message during a crisis. This session deals with damage prevention, and damage control as well as insider tips on how to use the media's own competitive nature to your advantage. From the pros and cons of press conferences to lessons on the sophistication of the new media, this session focuses on techniques and tactics for crisis management that are not included in a textbook.

International PR Agency Roundtable Discussion
Moderator: Jorge Martinez, Vice President, The Conroy Martinez Group

Panelists: Rissig Licha, Regional President for Latin America, Executive Vice President & Senior Partner, Fleishman-Hillard, Miami and Latin America; Lisa Mozloom, Managing Director, GolinHarris; Ramiro Prudencio, Managing Director and Practice Chair, Public Affairs and Corporate Communications, Burson-Marsteller, Florida and Latin America

South Florida Media Panel
Mix and mingle with local, regional and national reporters and editors who are based out of South Florida.

Panelists: Aminda Marques, Miami Herald, Features Editor; Charlotte Libov, Media member/freelancer; Emilio Sanchez, EFE, Bureau Chief; Hetal Gandhi, NBC 6, Reporter; Kevin Gale, South Florida Business Journal, Editor; Lisbet Fernandez-Via, Selecta Magazine, Editor; Lucho Durand, WFOR CBS4, Assignment Desk Manager; Maria Carpio (Gaby), WTVJ NBC6, Assignment Desk Editor; Omar Sommereyns, Map Magazine, Editor; Rachael Lee Coleman, Sun Post, Editor; Steve Helling, People Magazine, Staff Writer.

Keynote Session & Breakfast

The Latino Vote: Hispanic Media On-Demand
Speaker: Maria Elena Salinas; Noticiero Univision co-anchor

Called by the New York Times, "the voice of Hispanic America", Salinas has informed millions of Hispanics in the United States and 18 countries in Latin America. As one of our keynote speakers she will share her opinions on the changing nature of Spanish-language TV news and how it has influenced the political landscape in this country.

Closing Remarks



Making the Most of Corporate Sponsorships
Speaker: Karen M. Jones, DHL Express, Senior Vice President, Corporate Marketing & Communications

Looking to find the right partner for a new sponsorship platform? Learn how to create a 360 program to activate a successful partnership. Hear how DHL, Official Express and Logistics Provider for IMG's Fashion Weeks, leverages media relations, community programs, branding, customer and employee engagement opportunities programs to maximize sponsorships..